Bob Afsari Explains Marketing Automation Strategies That Impact Business Growth

Bob Afsari is CEO and Founder of Campaign Creators, a digital marketing agency specializing in marketing automation and lead generation. The agency has transcended Elite HubSpot Partner status thanks in large part to their specialized focus on building inbound funnels that convert for their clients.

Afsari contributes to marketing publications and is a marketing thought leader in its own right. As such, he was the perfect person to ask about marketing automation strategies and how they can be used to impact business growth.

“We no longer live in a world of siled data,” says Afsari. “Instead, businesses can leverage CRM insights to create hyper-segmented, personalized experiences for their prospects and customers.”

The result? Increase leads, conversions and ROI at all levels.

“It’s not just about marketing anymore,” says Afsari. “It’s about marketing and sales working together to create a cohesive customer experience that will ultimately lead to more business.”

Of course, a big part of leveraging this data at scale is marketing automation (and marketing automation tools).

“The right marketing automation tool will help you take all that data and turn it into actionable insights,” says Afsari.

Asked about his favorite automation marketing tool, Afsari does not hesitate to name HubSpot. “We’re a HubSpot agency, so obviously we believe in their platform,” he says. “But it’s not just about using the tool – it’s about knowing how to use it. properly. And that’s where we come in.

In this article, Bob Afsari explores how automating marketing strategies and using marketing automation software tools can improve business growth.

The evolution of marketing automation software

In the early days of CRM software, the benefits were largely operational. CRM software has reduced the time needed to process customer data. But as CRM software has become more sophisticated, Bob Afsari says it has started to play a bigger role in the company’s growth.

Now siled CRM systems are no longer the norm. “We live in a world where marketing automation software platforms are commonplace and data can flow freely between them.” Afsari said. This has opened up a world of possibilities for marketing and sales teams to create cohesive customer experiences that lead to more business.

What is the most common use of marketing automation?

“The most common use of marketing automation is for strategic communication with prospects and customers,” says Afsari. “It can take many forms, but the goal is always the same: to create a more personalized experience that will lead to more business. We’re always talking about wanting to send the right information to the right person at the right time and with a platform like HubSpot, we can do just that!”

The Benefits of Marketing Automation

“Marketing automation has many benefits,” says Afsari. “But I think the most important thing is to enable marketing and sales teams to work together within a centralized source of truth from a data perspective.”

Previously, marketing and sales teams often worked in silos. The sales team was in the CRM. The marketing team was working elsewhere. Marketing would generate leads and then pass them on to sales. But there was often little communication between the two teams and this resulted in a stunted and often disjointed experience for the customer.

“In reality, modern CRM tools like HubSpot have put the customer at the heart of your business,” says Afsari. “And frankly, that’s where they should have been all along.”

Now, with marketing automation software, marketing and sales can work more closely together. Marketing can use CRM data to create segmented lists for targeted marketing campaigns and to create marketing strategy. Sales can use marketing automation tactics to nurture leads until they’re ready to buy. And both teams can have visibility into the customer journey so they can deliver a smoother experience.

“It’s about creating a better customer experience,” says Afsari. “And when you do that, you will see the growth of the business.”

How to get started with marketing automation

If you’re new to marketing automation, where do you start?

“I would recommend starting with your customer data,” says Afsari. “Think about who your ideal customer is and what kind of journey they are on. What are their pain points? How can you help them? And most importantly, how can you use marketing automation to create a more personalized experience for them ? “

From there, you can start thinking about which marketing automation software platform will best suit your needs. There are plenty of options, but Afsari says HubSpot is the best choice for most businesses.

“HubSpot is a complete marketing and sales platform that offers everything you need to get started with marketing automation,” he says. “It’s easy to use, scalable, and integrates with every other software platform your business is likely to use.”

10 Marketing Automation Strategies to Grow Your Business

Once you have marketing automation software in place, it’s time to start thinking about marketing automation strategies that will help you grow your business.

Here are 6 of Afsari’s favorites.

1. Get visibility into the customer journey

Have you ever wondered exactly how your client found you and why they chose your tool over your competitors? Well, with a single source of truth like the right CRM tool, you won’t have to wonder about that anymore.

You’ll have visibility into every touchpoint throughout the customer journey. In turn, you’ll be able to see which leads are converting (and if there are any patterns), and you can identify exactly where in the journey most people are experiencing friction. In turn, you can optimize your marketing efforts to reduce friction and increase conversions.

2. Use Marketing Automation to Score Leads

Not all leads are created equal. Some are further along the buyer’s journey than others. Use marketing automation software to score your leads so you know which ones are ready to buy and which ones need more attention. Tools like HubSpot allow you to perform lead scoring effectively and efficiently.

“At Campaign Creators, we have a very comprehensive lead-scoring process that leverages HubSpot,” says Afsari. “We assign a score to the different actions a prospect can take, and as the score increases, we can automate personalized marketing campaigns for our clients to better reach and convert those prospects into customers.”

3. Create targeted marketing campaigns

This is a no-brainer for any customer-focused business. “The spray-and-pray method of marketing has long gone out of fashion,” says Afsari. “For example, if I receive an email that makes it seem like the company doesn’t yet know everything about me and every action I’ve taken on their website, I instantly unsubscribe.”

Customers expect personalized marketing. And that’s only possible by using data from your CRM to create segmented journeys for targeted marketing campaigns. This will allow you in your marketing efforts to create messages that are relevant to your audience and more likely to lead to conversions.

4. Use marketing automation to generate leads

One of the most common use cases for marketing automation is lead generation. “With marketing automation, you can create marketing content that will generate leads from your ideal customers,” says Afsari.

This is done using marketing tactics like gated content, webinars, and forms. You can also use marketing automation to assess your leads, to prioritize which ones are most likely to convert.

5. Use marketing automation to nurture your leads

“The goal of lead nurturing is to turn a cold lead into a hot lead,” says Afsari. “And marketing automation is the perfect tool for the job.”

As mentioned, modern CRM tools create more synergies between marketing and sales teams. Using these tools, marketing teams can create nurturing campaigns that are triggered by certain actions (or inactions) taken by the lead. For example, if a prospect doesn’t open your first email, you can send them a second email with different content. Or if they visit your pricing page but don’t sign up for a free trial, you can reach out to them with a special offer.

6. Use marketing automation to close more deals

“Marketing automation doesn’t just pass leads to sales,” says Afsari. “It can also be used to help close more deals.”

For example, if you’re an e-commerce business, you can use marketing automation to create a sense of urgency by sending out urgent offers or highlighting how many other people are interested in the same product. Or, if you’re B2B, your sales team can create more sales-focused content, like one-pagers and recorded product demos, to drive the prospect towards the sale.

The essential

Marketing automation is a powerful tool that can help you improve your business growth. By using marketing automation strategies, you can create targeted marketing campaigns, nurture your leads, and close more deals. And as an Elite HubSpot Partner Agency Owner, Bob Afsari is an expert in using marketing automation to help businesses grow.

“Our clients trust us as their marketing automation partner because we deliver results time and time again,” says Afsari. “It’s because we show them how to leverage data through marketing automation so they can grow their business.”